1. Presentation by Jesse Lane
THEKEYSTOA
YEAR-END
FUNDRAISING
CAMPAIGN
record-breaking

2. ONASCALEOF1-10,HOW
PASSIONATEAREYOUABOUT
YOURCAUSE?
1 0
PUT YOUR # IN THE CHAT
0

3. goodmakers
THANKYOU

4. JESSE LANE
B E L I E V E R
H U S B A N D
F O U N D E R
N O N P R O F I T C O A C H
G I R L D A D

5. #GIRLDAD
#GIRLDAD
#GIRLDAD

6. FUNDRAISING
masterclass
learning together,
gaining confidence
and raising more funds!
Nonprofit leaders

7. BRANDY WAS FEELING
Overwhelmed by the work.
Unsure who would give.
Nervous to ask for more.

8. RAPID GROWTH
$17,095 $68,646
BEFORE AFTER

9. TRANSFORMED FUNDRAISING
"The Masterclass completely
transformed the way I have
approached fundraising... “

10. I FELT THE SAME WAY AS BRANDY.

11. I HATED FUNDRAISING.
I FEARED...
Failure.
Criticism.
Rejection.

12. Too busy.
Overwhelmed.
Distracted.
I ALWAYS FELT...

13. Led 30+ fundraising campaigns
Teach 5,000+ nonprofit leaders
Help raise over $100 million
Experiment, fail, learn, scale — on repeat — for 10 years.
IN THE NEXT 10 YEARS, I...

14. WHATYOU'LL
GETTODAY:

15. The Full Roadmap to Campaign Growth
WHATYOU'LL
GETTODAY:

16. The Full Roadmap to Campaign Growth
Inspiring Success Stories
WHATYOU'LL
GETTODAY:

17. The Full Roadmap to Campaign Growth
Inspiring Success Stories
Our Top Fundraising Strategies
WHATYOU'LL
GETTODAY:

18. The Full Roadmap to Campaign Growth
Inspiring Success Stories
Our Top Fundraising Strategies
Practical Next Steps
WHATYOU'LL
GETTODAY:

19. Access to Free Tools
The Full Roadmap to Campaign Growth
Inspiring Success Stories
Our Top Fundraising Strategies
Practical Next Steps
WHATYOU'LL
GETTODAY:

20. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
GETOUR
YEAR-END
FUNDRAISING
BOOSTERKIT:
G
O
O
D
M
A
K
E
R
U
GOODMAKERU.COM/KEYS

21. Mindset Reset
Three Requirements
Goal Setting
Impact Planning
Ask & Giving Handles
Core Message
A-Team Engagement
Matching Gifts
Peer to Peer Fundraising
Campaign Champions
Evolving Call to Action
Increase Last Year's Givers
Tech Setup & Optimization
Email Strategy & Calendar
Social Media Strategy
Text-a-Thon
Hour by Hour Plans
Thank You Campaign
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
The Roadmap
FUNDRAISING
masterclass

22. Mindset Reset
Three Requirements
Goal Setting
Impact Planning
Ask & Giving Handles
Core Message
A-Team Engagement
Matching Gifts
Peer to Peer Fundraising
Campaign Champions
Evolving Call to Action
Increase Last Year's Givers
Tech Setup & Optimization
Email Strategy & Calendar
Social Media Strategy
Text-a-Thon
Hour by Hour Plans
Thank You Campaign
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
The Roadmap
FUNDRAISING
masterclass

23. The Mindset Reset

24. WHYDOI
NEEDA
MINDSET
?
reset

25. The Core Message

26. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
THE
CONFUSED
MIND
SAYS"NO"
always
G
O
O
D
M
A
K
E
R
U

27. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
WHEN YOU TALK
ABOUT YOUR CAUSE,
ARE YOU:
concise?
compelling?
crystal clear?
G
O
O
D
M
A
K
E
R
U

28. ONASCALEOF1-10,HOW
WELLCANYOUTALK
ABOUTWHATYOUDO?
1 0
PUT YOUR # IN THE CHAT
0

29. curse
C
O
M
P
A
N
Y
P
R
O
F
I
L
E
YOUHAVETHE
OFKNOWLEDGE
G
O
O
D
M
A
K
E
R
U

30. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
IF YOU CAN'T TALK
ABOUT WHAT YOU
DO, YOU CAN'T:
create awareness
grow your audience
fundraise online
G
O
O
D
M
A
K
E
R
U

31. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
HOW TO CRAFT A
CLEAR CORE
MESSAGE:
know your target audience
cut out the jargon
simplify the language
test it with your audience
G
O
O
D
M
A
K
E
R
U

32. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
USE THESE TO
COMMUNICATE
MORE CLEARLY:
Stories
"You" language
Relational tone
Proof of impact
Clear + concrete invitations
More stories
G
O
O
D
M
A
K
E
R
U

33. HOW TO DRAFT A "CORE MESSAGE":
Pow!
How?
Wow.
Now...
T H E 4 O W S
G R A B S A T T E N T I O N W / R E L A T A B L E
P R O B L E M , Q U E S T I O N O R F A C T .
C O N C R E T E W A Y ( S ) Y O U S O L V E T H E
P R O B L E M . D I F F E R E N T I A T O R S .
I M P A C T O F S O L V I N G P R O B L E M .
T H E " W H Y " V I S I O N .
S I M P L E N E X T S T E P T H E Y C A N
T A K E I M M E D I A T E L Y .

34. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
USEOURCANVA
WORKSHEETINOUR
FREEBOOSTERKIT:
G
O
O
D
M
A
K
E
R
U
GOODMAKERU.COM/KEYS

35. The A-Team

36. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
G
O
O
D
M
A
K
E
R
U
WHO IS YOUR A-
TEAM?
Staff
Board
Major Donors
Big-Time Fans
Volunteers

37. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
MATCHING GIFTS
It’s strategic
It's more engaging (fun).
It’s magical!
G
O
O
D
M
A
K
E
R
U

38. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
WHAT IS A
MATCHING GIFT?
Major Gift (Secured through
Personal Solicitation)
Used as an Incentive to Donate
Campaign Focused (Giving
Days, Capital Campaigns, etc.)
G
O
O
D
M
A
K
E
R
U

39. 84% of donors say they are more likely to
donate if a match is offered.*
1 in 3 donors gives a larger gift if
matching is applied*
22 % increase in probability of donation*
MATCHING GIFT IMPACT
Without
With A Match
*Source: Double the Donation Database Analysis and Projections, 2021

40. MADDY WAS FEELING
Nervous in her first year as
Executive Director.
Unwavering in her "why".
Scared about cashflow.

41. 10X GROWTH
$10,054 $98,120
BEFORE AFTER

42. INVALUABLE CONFIDENCE
"The Masterclass gave me the confidence to believe
that I was capable of reaching a goal that was
eight times more than the previous year's goal."

43. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
GOODMAKERU.COM/KEYS
DOWNLOADOURA-TEAM
SPREADSHEET
G
O
O
D
M
A
K
E
R
U

44. Email

45. ONASCALEOF1-10,HOWWELL
AREYOUDRIVINGRESULTS
WITHEMAILMARKETING?
1 0
PUT YOUR # IN THE CHAT
0

46. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
greatest
EMAILMARKETINGIS
ONEOFYOUR
DIGITALFUNDRAISING
OPPORTUNITIES

47. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
THEVERY
BESTSOCIAL
MEDIA,WHEN
ISOLATED,
doesn't work
G
O
O
O
D
M
A
K
E
R
U

48. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
YOURDIGITAL
ECOSYSTEMGUIDES
YOURAUDIENCE
THROUGHA journey
G
O
O
O
D
M
A
K
E
R
U

49. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
YOUR DIGITAL
ECOSYSTEM MAY
INCLUDE
Website
Social Media
Email Automation
Email Campaigns
Advertising
Influencer Partnerships
G
O
O
O
D
M
A
K
E
R
U

50. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
YOUR DIGITAL
ECOSYSTEM
MUST BE:
Aligned with Goals
Integrated
Focused
G
O
O
O
D
M
A
K
E
R
U
getting results

51. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
GOODMAKERU.COM/KEYS

52. WHY
FOCUS
ON
EMAIL?
G
O
O
D
M
A
K
E
R
U

53. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
“EMAILMARKETINGIS
THEKINGOFTHE
MARKETINGKINGDOM
WITHA4400%ROI
(RETURNON
INVESTMENT)
AND$44RAISEDFOR
EVERY$1SPENT”
G
O
O
D
M
A
K
E
R
U
Source: www.campaignmonitor.com

54. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
EMAIL DRIVES
action
G
O
O
O
D
M
A
K
E
R
U

55. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
RAMPUP
YOUREMAIL
FREQUENCY
DURING
CAMPAIGNS

56. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
repeated
PEOPLENEEDTO
HEARSOMETHING
7-14TIMESTO
TAKEACTION!

57. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
DON'T ROB
PEOPLE OF
THE
CHANCE TO
BECAUSE
THEY
DIDN'T
OPEN THE
ONE EMAIL
YOU SENT
G
O
O
D
M
A
K
E
R
U
change the world

58. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
GET CREATIVE
Stories
Data
Images & video
Quotes from people impacted,
givers, & community partners
FAQs
Highlight donors
Personal letter
G
O
O
D
M
A
K
E
R
U
with email

59. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
11
G
O
O
D
M
A
K
E
R
G
O
ODMAKE
R
G
O
O
D
M
A
K
E
R
USE OUR
EMAIL
TEMPLATE
Text only (no images, logos, etc.)
Personal, not corporate
From a leader on your team
Written as if it was to one person
Short, informal subject line
One call to action
G
O
O
D
M
A
K
E
R
U
best
ever

60. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
GETTHEGUIDETO
"THEBESTEMAILEVER"
G
O
O
D
M
A
K
E
R
U
GOODMAKERU.COM/KEYS

61. CASE
STUDY
G
O
O
D
M
A
K
E
R
U
MEDIUMSIZEDNONPROFIT
INCREASEDEMAILMARKETING
USEDOURSTRATEGIES

62. CASE
STUDY
G
O
O
D
M
A
K
E
R
U
$17K $93K
MEDIUMSIZEDNONPROFIT
INCREASEDEMAILMARKETING
USEDOURSTRATEGIES

63. $93K
CASE
STUDY
G
O
O
D
M
A
K
E
R
U
$17K $163K
MEDIUMSIZEDNONPROFIT
INCREASEDEMAILMARKETING
USEDOURSTRATEGIES

64. Mindset Reset
Three Requirements
Goal Setting
Impact Planning
Ask & Giving Handles
Core Message
A-Team Engagement
Matching Gifts
Peer to Peer Fundraising
Campaign Champions
Evolving Call to Action
Increase Last Year's Givers
Tech Setup & Optimization
Email Strategy & Calendar
Social Media Strategy
Text-a-Thon
Hour by Hour Plans
Thank You Campaign
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
The Roadmap
FUNDRAISING
masterclass

65. The Email
The A-Team
The Core Message
The Mindset Reset

66. The Email
The A-Team
The Core Message
The Mindset Reset

67. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
reality check

68. reality check
C
O
M
P
A
N
Y
P
R
O
F
I
L
E
WHATWILLHOLD
YOUBACK?
G
O
O
D
M
A
K
E
R
U

69. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
FEAR?
PROCRASTINATION?
PUTTINGOUTFIRES?
NOTENOUGHTIME?
reality check
WHATWILLHOLD
YOUBACK?

70. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
WHOWILLGET
YOUUNSTUCK
&KEEPYOU
FOCUSED?
G
O
O
D
M
A
K
E
R
U

71. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
JOINOUR
PROGRAM.
G
O
O
D
M
A
K
E
R
U
YOUR
COACH&
COMMUNITY

72. WHATWOULDDOUBLINGYOUR
NEXTFUNDRAISERMEANFOR
YOURNONPROFIT?

73. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
FINDYOUR
G
O
O
D
M
A
K
E
R
U
clarity &
confidence
FUNDRAISING
masterclass

74. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
RAISE MORE
AWARENESS &
MORE FUNDS.
FIND YOUR
breakthrough
FUNDRAISING
masterclass

75. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
60 DAYS
SMALL NONPROFIT COHORT
BI-WEEKLY ZOOM CALLS
LED BY AN EXPERT COACH
FUNDRAISING
masterclass

76. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
60 DAYS
SMALL NONPROFIT COHORT
BI-WEEKLY ZOOM CALLS
LED BY AN EXPERT COACH
join now
FUNDRAISING
masterclass

77. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
PROUD TO FINISH THE PROGRAM
COMFY CLOTHES
COFFEE OR TEA IN HAND
ZOOMING IN WITH NEW NONPROFIT FRIENDS
WEARING YOUR NEW "GOODMAKER" T-SHIRT
WITH YOUR NEW CERTIFICATE FRAMED
imagine yourself
FUNDRAISING
masterclass

78. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
EXCITED ABOUT FUNDRAISING
HIGH-FIVING BOARD MEMBERS
HIRING MORE PEOPLE
WORKING ON THE MOST IMPORTANT WORK
PAYING YOURSELF & YOUR TEAM WHAT
YOU ALL DESERVE!
imagine yourself
FUNDRAISING
masterclass

79. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
G
O
O
D
M
A
K
E
R
U
join here
FUNDRAISING
masterclass

80. C
O
M
P
A
N
Y
P
R
O
F
I
L
E
HI@BRANCHESLAB.COM
Q&A
G
O
O
D
M
A
K
E
R
U
join
Masterclass